How Standard Life addressed the ‘niggle factor’ in pensions

People are notoriously reluctant to engage with pensions but Standard Life found a way.

Anyone in the pensions industry will be familiar with the tendency of people to put off thinking about their retirement. Some simply tell themselves they’ll deal with it later and forget about it, others are a bit more conscientious but still never quite get round to properly addressing the issue – the niggle factor, as Sue Hayward, head of insight at pensions provider Standard Life, described it.

“There’s a little niggle factor in the back of everybody’s head and pensions is in there quite strongly I think and it grows up and it goes back and it grows up,” she...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands